The document summarizes key digital trends that pharma marketers need to know in 2016, as presented by a health-centric media firm. It discusses trends like programmatic buying, content distribution, and mobile and provides examples of how brands have implemented strategies for each trend. The document advocates for multichannel approaches that align with audiences' media consumption habits across platforms, rather than limiting campaigns to individual channels. It also emphasizes the importance of measuring and learning from experimental tactics.
5 ways to succeed with digital pharma marketingJo Peddhinti
Go beyond your average webinars and banner ads. Discover innovative ways to improve your digital marketing strategy. Set your brand apart from competition and improve your ROI.
Aleksandar Stojanovic shocked and woke up some sleeping marketers, brand directors and communication leaders from the pharma and healthcare industry during his talk at the "Global Pharma Marketing Summit" in 2012, where he enjoed giving some candid real-world advice on "How to crack the corporate piggybank for serious digital investments." On a side note he shared some hints on how to make pharma marketing and brand stories suck less.
5 ways to succeed with digital pharma marketingJo Peddhinti
Go beyond your average webinars and banner ads. Discover innovative ways to improve your digital marketing strategy. Set your brand apart from competition and improve your ROI.
Aleksandar Stojanovic shocked and woke up some sleeping marketers, brand directors and communication leaders from the pharma and healthcare industry during his talk at the "Global Pharma Marketing Summit" in 2012, where he enjoed giving some candid real-world advice on "How to crack the corporate piggybank for serious digital investments." On a side note he shared some hints on how to make pharma marketing and brand stories suck less.
My talk during the Digital4 Pharma conference, July 2016 in Greece. My talk described the digital transformation of Takeda with our vision and how Takeda Pharmaceutical explore initiatives and trends in order to provide better services to healthcare professionals. Virtual Reality was one of the experiments which Takeda Hellas implemented in the framework of digital new way of thinking. Key findings are cross-functional collaboration, focus on the objectives and needs of our HCPs. Conclusion: if we benefit from the combination of the technology and traditional marketing aspects then the results will be a good mix of creative and quality actions .
Our head of digital, Chris Cullmann, alongside our team at Ogilvy CommonHealth Worldwide have developed a playbook for pharmaceutical and healthcare marketing in 2018.
Although not definitive, this playbook points to emerging platforms, the maturing of existing communication mediums, and areas that need your attention to be competitive in a rapidly evolving marketing space.
Pharma Digital Marketing - 5 future trendsmarcmunch2014
Digital Marketing within the Pharma Industry:
The first and safer way is to summarize the past 12 months, the second, more dangerous but also more exciting is to predict what will happen in 2015.
For years digital marketing was treated as a fifth wheel in pharma business. Whatever we say, the truth is that those organisations are made of sales force. And a digital sales force was just another marketing gimmick that does not add value but a workload and cost.
However, during past few years this traditional sales force thinking was challenged. Payers pressure forced companies to reduce ranks of sales representatives. Regulatory decisions have limited possibility of sales rep to meet HCPs. The result is that sales rep cannot meet his Client often enough to detail the product and maintain relationship in the same time.
Digital came to help with e-detailing and web-based self-detail solutions. CRM software supports reps with data that allow reps to have a meaningful conversation with HCPs they barely know.
Combining detailing visits with digital tatics and good old direct marketing is our new buzz word: Multi Channel Marketing or Multi Channel Sales
Personalized HCP Marketing: How to Create More Impactful Brand ExperiencesMerkle
At this year's ePharma 2015 Conference, Croom Lawrence, Senior Director, Digital, Merkle Health, shared the importance of personalization for healthcare consumers and physicians. In his presentation, Croom discussed how an Addressable Customer Experience strategy can create more impactful brand experiences.
Digital Pharma: Evolution and Revolution in Marketing & SalesLen Starnes
A review for non-pharma audiences of evolutionary and revolutionary changes in pharma marketing and sales since the mid 90s. Presented at ENG's Effective Web Marketing and Search Engine Marketing conference, Brussels, November, 2007.
A summary of macro level trends and issues that are driving the need for enhanced digital marketing and service delivery in the Pharma/Healthcare industry. Included are case studies presented at the recent ePharm Summit in NYC.
E-Marketing in the Pharmaceutical Industry (a student presentation)SunnyShah
As a way of giving back to our university, The University of the Sciences in Philadelphia, Dominic, Rina, and myself gave a presentation about "e-Marketing in the Pharmaceutical Industry".
All points taken from this presentation were only used by students for educational purposes and much of the information was gathered from the 8th annual ePharma Summit that we went to.
Many pharmaceutical companies face the same pain points when it comes to designing, implementing and employing CLM digital platforms. In this whitepaper we explore the challenges CLM poses for the pharma industry and how digital providers and their solutions need to address these pain points.
Engaging hcp and patients through a Multichannel campaign - eyeforpharma Ista...Sven Awege
Pharma context
Dozens of channels (for HCP & the rest of us)
Channel coverage - today and tomorrow
…and then there’s the sticky question on messages & channels?
…not forgetting compliance & privacy..
…Medical & Regulatory…
..human resistance to change…
…and infrastructure capabilities!
And then there’s that wierd thing happening in social media and mobile devices
Summary:
The concept of closed-loop real-time multi-channel marketing is great, but…
Start with baby steps to learn how to run
Use common sense, ROI calculations are probably impossible to prove and will distract us from focusing on what matters
Absolute clarity on objectives and how to measure results
Key Learnings:
Estimate time necessary then triple it
Validate your objectives (MR, focus groups)
Focus on fewer channels but execute with excellence
Channel selection:
Suitability for objective, Reach, impact, CPI
Internal marketing & educating
Establish processes, R&R
7 P's of Digital Pharma Marketing by Tughan DemirbilekTughan Demirbilek
About the 7 P’s of Digital Pharma Marketing
The 7P’s of Digital Pharma Marketing is a summary of some important things I’ve learned over years in practice. I hope you find them useful. Please feel free to share with others and contribute your own learnings and experiences.
About me
I am a designer, a strategist and a marketeer.
I’ve been in pharma marketing for over 15 years and have been working on digital marketing projects for over 10.
I’ve worked for Pfizer, IMS Health, Herbalife and BMS in local and regional roles.
I studied architecture in Istanbul and business in London, and I reinvent my career every ten years.
PS: The 7P’s originally started as a training slide set of 5 topics and evolved to 7 over time. And yes, 7P’s is probably easier to remember than 4P’s 2T’s and 1S or something like that.
You may email me at tughan777@gmail.com or follow me on Twitter @tughan777
Collaborative Digital Pharma Marketing: A Role Model for Asia Pacific Healthc...Len Starnes
Presentation first given 10th March 2011 in Singapore at the Campaign Spotlight 'From Drugs to Brands' conference. Reviews the potential of collaborative marketIng in the Asia Pacific region with focus on physicians and patients.
Mobile Trends in Pharma & Healthcare Advertising | Silverlight Digital lorigo
Seventy percent of Internet use is now on mobile — and taking market share from other platforms. Adapted from a live presentation from Google NY’s Mobile Trends in Pharma & Healthcare Advertising Event, Silverlight Digital explores key trends that pharma and healthcare advertisers must take advantage of to increase performance in today's marketplace.
Polkadot takes a look at the digital marketing trends that are set to grow in popularity in 2017. From social selling to marketing automation, here are our digital predictions for the New Year.
In the final section of Marketing Trends 2017, marketers will find information about trends and statistics that affect: video marketing, visual marketing, and more.
My talk during the Digital4 Pharma conference, July 2016 in Greece. My talk described the digital transformation of Takeda with our vision and how Takeda Pharmaceutical explore initiatives and trends in order to provide better services to healthcare professionals. Virtual Reality was one of the experiments which Takeda Hellas implemented in the framework of digital new way of thinking. Key findings are cross-functional collaboration, focus on the objectives and needs of our HCPs. Conclusion: if we benefit from the combination of the technology and traditional marketing aspects then the results will be a good mix of creative and quality actions .
Our head of digital, Chris Cullmann, alongside our team at Ogilvy CommonHealth Worldwide have developed a playbook for pharmaceutical and healthcare marketing in 2018.
Although not definitive, this playbook points to emerging platforms, the maturing of existing communication mediums, and areas that need your attention to be competitive in a rapidly evolving marketing space.
Pharma Digital Marketing - 5 future trendsmarcmunch2014
Digital Marketing within the Pharma Industry:
The first and safer way is to summarize the past 12 months, the second, more dangerous but also more exciting is to predict what will happen in 2015.
For years digital marketing was treated as a fifth wheel in pharma business. Whatever we say, the truth is that those organisations are made of sales force. And a digital sales force was just another marketing gimmick that does not add value but a workload and cost.
However, during past few years this traditional sales force thinking was challenged. Payers pressure forced companies to reduce ranks of sales representatives. Regulatory decisions have limited possibility of sales rep to meet HCPs. The result is that sales rep cannot meet his Client often enough to detail the product and maintain relationship in the same time.
Digital came to help with e-detailing and web-based self-detail solutions. CRM software supports reps with data that allow reps to have a meaningful conversation with HCPs they barely know.
Combining detailing visits with digital tatics and good old direct marketing is our new buzz word: Multi Channel Marketing or Multi Channel Sales
Personalized HCP Marketing: How to Create More Impactful Brand ExperiencesMerkle
At this year's ePharma 2015 Conference, Croom Lawrence, Senior Director, Digital, Merkle Health, shared the importance of personalization for healthcare consumers and physicians. In his presentation, Croom discussed how an Addressable Customer Experience strategy can create more impactful brand experiences.
Digital Pharma: Evolution and Revolution in Marketing & SalesLen Starnes
A review for non-pharma audiences of evolutionary and revolutionary changes in pharma marketing and sales since the mid 90s. Presented at ENG's Effective Web Marketing and Search Engine Marketing conference, Brussels, November, 2007.
A summary of macro level trends and issues that are driving the need for enhanced digital marketing and service delivery in the Pharma/Healthcare industry. Included are case studies presented at the recent ePharm Summit in NYC.
E-Marketing in the Pharmaceutical Industry (a student presentation)SunnyShah
As a way of giving back to our university, The University of the Sciences in Philadelphia, Dominic, Rina, and myself gave a presentation about "e-Marketing in the Pharmaceutical Industry".
All points taken from this presentation were only used by students for educational purposes and much of the information was gathered from the 8th annual ePharma Summit that we went to.
Many pharmaceutical companies face the same pain points when it comes to designing, implementing and employing CLM digital platforms. In this whitepaper we explore the challenges CLM poses for the pharma industry and how digital providers and their solutions need to address these pain points.
Engaging hcp and patients through a Multichannel campaign - eyeforpharma Ista...Sven Awege
Pharma context
Dozens of channels (for HCP & the rest of us)
Channel coverage - today and tomorrow
…and then there’s the sticky question on messages & channels?
…not forgetting compliance & privacy..
…Medical & Regulatory…
..human resistance to change…
…and infrastructure capabilities!
And then there’s that wierd thing happening in social media and mobile devices
Summary:
The concept of closed-loop real-time multi-channel marketing is great, but…
Start with baby steps to learn how to run
Use common sense, ROI calculations are probably impossible to prove and will distract us from focusing on what matters
Absolute clarity on objectives and how to measure results
Key Learnings:
Estimate time necessary then triple it
Validate your objectives (MR, focus groups)
Focus on fewer channels but execute with excellence
Channel selection:
Suitability for objective, Reach, impact, CPI
Internal marketing & educating
Establish processes, R&R
7 P's of Digital Pharma Marketing by Tughan DemirbilekTughan Demirbilek
About the 7 P’s of Digital Pharma Marketing
The 7P’s of Digital Pharma Marketing is a summary of some important things I’ve learned over years in practice. I hope you find them useful. Please feel free to share with others and contribute your own learnings and experiences.
About me
I am a designer, a strategist and a marketeer.
I’ve been in pharma marketing for over 15 years and have been working on digital marketing projects for over 10.
I’ve worked for Pfizer, IMS Health, Herbalife and BMS in local and regional roles.
I studied architecture in Istanbul and business in London, and I reinvent my career every ten years.
PS: The 7P’s originally started as a training slide set of 5 topics and evolved to 7 over time. And yes, 7P’s is probably easier to remember than 4P’s 2T’s and 1S or something like that.
You may email me at tughan777@gmail.com or follow me on Twitter @tughan777
Collaborative Digital Pharma Marketing: A Role Model for Asia Pacific Healthc...Len Starnes
Presentation first given 10th March 2011 in Singapore at the Campaign Spotlight 'From Drugs to Brands' conference. Reviews the potential of collaborative marketIng in the Asia Pacific region with focus on physicians and patients.
Mobile Trends in Pharma & Healthcare Advertising | Silverlight Digital lorigo
Seventy percent of Internet use is now on mobile — and taking market share from other platforms. Adapted from a live presentation from Google NY’s Mobile Trends in Pharma & Healthcare Advertising Event, Silverlight Digital explores key trends that pharma and healthcare advertisers must take advantage of to increase performance in today's marketplace.
Polkadot takes a look at the digital marketing trends that are set to grow in popularity in 2017. From social selling to marketing automation, here are our digital predictions for the New Year.
In the final section of Marketing Trends 2017, marketers will find information about trends and statistics that affect: video marketing, visual marketing, and more.
Digital marketing in pharma - trends and way aheadRanajay Sengupta
This presentation captures the trends in the Pharma Marketing today and how digital is shaping consumer behaviour, brand awareness and customer pull. This also includes the areas where Pharma companies should focus in the new era to successfully leverage the potential of digital
Ready, Set, Launch: Using Social Media to Improve Product & Service Launches Visible Technologies
Product and service launches are often the biggest marketing event of the year. Are yours as good as they can be? In this webinar, we take a look at social media trends and how marketers can move beyond listening, exploring how social media can be used as a powerful strategic asset in product launches. Watch this webcast to learn:
- Why social media is the perfect source of insights around pricing, messaging, targeting, etc.
- How social media can be used to inform and optimize the launch lifecycle
- About real-world case studies where social media greatly improved launches
To learn more, contact us: bit.ly/VisibleContact
Riding the next wave of PR and social media trends in 2019Lars Voedisch
Where and how to engage your audiences: From IGTV, TicToc and stories to Dark Social
How to connect with today’s audiences: Brand experiences and values
Why it’s all about touchpoints and personas
Speed update: 2019 social media and PR trends brands can’t afford to miss
Ready, Set, Launch! Using Social Media to Improve Product and Service LaunchesGleanster Research
According to respondents to the Q4 2013 Social Listening survey, 8 out of 10 marketers had used social media to promote and launch new products and services. But these efforts are largely limited to two main activities: brand promotion and social listening. With so much money, time, and effort leading up to a launch social media can and should be used for more strategic activities.
PR is dead, long live Public Relations - Thriving in the digital economyLars Voedisch
PR is dead, long live Public Relations - Thriving in the digital economy
· Emerging Trends, Opportunities an Challenges
· Managing on- and offline platforms to reach the right audiences
· Corporate journalism and branded content
· Targeting and segmentation
· Tracking and business goals
The Connected Company - Vision or Reality? @ Marketing Week live, London 2013Ulf Sthamer
Is the connected company just a far vision or existing reality? Why is it relevant for Marketing? What challenges are waiting on the way to become a connected company?
These questions aren't quite new, neither are the answers. But nowadays the customers act and communicate in different ways than in the past. They want you to solve their problems on every channel you can imagine. You have to shine on every touchpoint and integrate their ideas.
To manage and handle all these information it's necessary to be well connected within your company. But not all companies are on the same level yet. There are many ways to become a "Connected Company" but you have to overcome hurdles and master challenges.
In the session we had a short view on how a connected company can look like and some factors to succeed.
Integrating Creative in a Programmatic WorldIncubeta NMPi
Did you know that the quality of your creative has a significant impact on campaign performance and return on ad spend?
This webinar takes a look at how and why creative got left behind, and what you should be doing to improve campaign performance.
In this 30 minute webinar you'll learn:
- Why you need to align your media buying and creative strategies
- How to use shared data to get your strategy right
- Creating value adding user experiences
- How to measure creative success
Making Dollars and Cents of Social Media: Part 2Todd Van Hoosear
This two part webinar series is hosted by Progress Partner Marketing. Key topics:
1. Social media and the marketing world: What’s new, and why you should care?
2. The evolution of content marketing: The intersection of stories, search and social
3. Eyes vs wallets: The two major social marketing strategies
4. How to measure your awareness-building campaign
5. How to measure your lead generation campaign
6. What’s next: Where is this technology and marketing heading?
Social Media Marketing strategies for Travel and Hospitality ProfessionalsBrian Cliette
Social Media Marketing strategies for Travel and Hospitality Professionals.
To Learn More Check Out Our Digital Marketing Video Courses Below:
Rock Social Media in 30 Minutes a Day
Save 95% Off The Original Price Normal Price: $297
Slideshare Discount Price $15.00
Udemy Coupon Code: "sweet"
Click Below For a FREE Course Preview
http://bit.ly/20j5ZBH
Social Media Marketing for the Hotel Industry:
Save 95% Off The Original Price Normal Price: $297
Slideshare Discount Price $15.00
Udemy Coupon Code: "sweet"
Click Below For a FREE Course Preview
http://bit.ly/1PPZKQM
This slide deck provides an in-depth look at the digital services company HUGE and a consulting analysis of recommended strategic actions for the company's future.
Leading the Way in Nephrology: Dr. David Greene's Work with Stem Cells for Ki...Dr. David Greene Arizona
As we watch Dr. Greene's continued efforts and research in Arizona, it's clear that stem cell therapy holds a promising key to unlocking new doors in the treatment of kidney disease. With each study and trial, we step closer to a world where kidney disease is no longer a life sentence but a treatable condition, thanks to pioneers like Dr. David Greene.
Deep Leg Vein Thrombosis (DVT): Meaning, Causes, Symptoms, Treatment, and Mor...The Lifesciences Magazine
Deep Leg Vein Thrombosis occurs when a blood clot forms in one or more of the deep veins in the legs. These clots can impede blood flow, leading to severe complications.
Medical Technology Tackles New Health Care Demand - Research Report - March 2...pchutichetpong
M Capital Group (“MCG”) predicts that with, against, despite, and even without the global pandemic, the medical technology (MedTech) industry shows signs of continuous healthy growth, driven by smaller, faster, and cheaper devices, growing demand for home-based applications, technological innovation, strategic acquisitions, investments, and SPAC listings. MCG predicts that this should reflects itself in annual growth of over 6%, well beyond 2028.
According to Chris Mouchabhani, Managing Partner at M Capital Group, “Despite all economic scenarios that one may consider, beyond overall economic shocks, medical technology should remain one of the most promising and robust sectors over the short to medium term and well beyond 2028.”
There is a movement towards home-based care for the elderly, next generation scanning and MRI devices, wearable technology, artificial intelligence incorporation, and online connectivity. Experts also see a focus on predictive, preventive, personalized, participatory, and precision medicine, with rising levels of integration of home care and technological innovation.
The average cost of treatment has been rising across the board, creating additional financial burdens to governments, healthcare providers and insurance companies. According to MCG, cost-per-inpatient-stay in the United States alone rose on average annually by over 13% between 2014 to 2021, leading MedTech to focus research efforts on optimized medical equipment at lower price points, whilst emphasizing portability and ease of use. Namely, 46% of the 1,008 medical technology companies in the 2021 MedTech Innovator (“MTI”) database are focusing on prevention, wellness, detection, or diagnosis, signaling a clear push for preventive care to also tackle costs.
In addition, there has also been a lasting impact on consumer and medical demand for home care, supported by the pandemic. Lockdowns, closure of care facilities, and healthcare systems subjected to capacity pressure, accelerated demand away from traditional inpatient care. Now, outpatient care solutions are driving industry production, with nearly 70% of recent diagnostics start-up companies producing products in areas such as ambulatory clinics, at-home care, and self-administered diagnostics.
Global launch of the Healthy Ageing and Prevention Index 2nd wave – alongside...ILC- UK
The Healthy Ageing and Prevention Index is an online tool created by ILC that ranks countries on six metrics including, life span, health span, work span, income, environmental performance, and happiness. The Index helps us understand how well countries have adapted to longevity and inform decision makers on what must be done to maximise the economic benefits that comes with living well for longer.
Alongside the 77th World Health Assembly in Geneva on 28 May 2024, we launched the second version of our Index, allowing us to track progress and give new insights into what needs to be done to keep populations healthier for longer.
The speakers included:
Professor Orazio Schillaci, Minister of Health, Italy
Dr Hans Groth, Chairman of the Board, World Demographic & Ageing Forum
Professor Ilona Kickbusch, Founder and Chair, Global Health Centre, Geneva Graduate Institute and co-chair, World Health Summit Council
Dr Natasha Azzopardi Muscat, Director, Country Health Policies and Systems Division, World Health Organisation EURO
Dr Marta Lomazzi, Executive Manager, World Federation of Public Health Associations
Dr Shyam Bishen, Head, Centre for Health and Healthcare and Member of the Executive Committee, World Economic Forum
Dr Karin Tegmark Wisell, Director General, Public Health Agency of Sweden
Explore our infographic on 'Essential Metrics for Palliative Care Management' which highlights key performance indicators crucial for enhancing the quality and efficiency of palliative care services.
This visual guide breaks down important metrics across four categories: Patient-Centered Metrics, Care Efficiency Metrics, Quality of Life Metrics, and Staff Metrics. Each section is designed to help healthcare professionals monitor and improve care delivery for patients facing serious illnesses. Understand how to implement these metrics in your palliative care practices for better outcomes and higher satisfaction levels.
One of the most developed cities of India, the city of Chennai is the capital of Tamilnadu and many people from different parts of India come here to earn their bread and butter. Being a metropolitan, the city is filled with towering building and beaches but the sad part as with almost every Indian city
5. 5
A Common Investment Model – 70/20/10
“Tried and True”
• 70% of digital budget
• Tactics you can
measure and track
back to the business
“Showing Promise”
• 20% of digital budget
• Last year’s
“Experimental” that
contributes to the
business, but less
measurably
“Experimental”
• 10% of digital budget
• Solid ideas we can’t
figure out how to
measure yet (but will)
10. 10
What Were We
Promised?
• Increased labor
efficiency
• Increased media
efficiency
• Easy audience
identification
• Quicker
turnaround times
• More responsive
media
investment
11. 11
What Did We Get?
• Crowded and
confusing
landscape
• Concerns about
fraud and
viewability
• Undisclosed
markups
• Poor ad
environments
• Spooking patients
or violating HIPAA
with ad targeting
13. 13
One Approach: Programmatic Contextual
Supplement top
publisher inventory
with long tail web
content
Works well for many
audiences – patient,
HCP, Payor, etc.
Cookieless and
white hat
15. Important Things to Remember
15
Insist on pricing transparency Tease out audience based on
site, complexity of concept
Need contextual/conceptual data Whitelists, whitelists, whitelists
A Different Approach
17. 17
What Were We
Promised?
• Exposure for
patient
testimonials/KOL
videos
• The ability to
bring content to
audiences,
instead of the
other way
around
18. 18
What Did We Get?
• Sponsored
content
competing with
Clickbait
• “If you build it,
they don’t
necessarily
come.”
20. 20
One Approach: Multichannel
Tag and code assets
properly for easy
discovery and
indexing by search
engines (DAO)
Paid amplification
plays a big role
Mix channels like
YouTube and VOD
with paid contextual
video and social
21. 21
Starts with J&J’s blog, but
doesn’t stay there
Multichannel helps drive
social media
J&J Disease
Awareness
Example
22. Important Things to Remember
22
Don’t forget SEO and DAO Don’t limit video assets to web
Content assets must employ both
push and pull strategies
Content competes across subject
matter
A Multichannel Approach
24. 24
What Were We
Promised?
• Friction-free
ways to engage
HCPs and
patients
• A display ad
medium that
reached light
consumers of
other media
• A new in-office
medium
25. 25
What Did We Get?
• Difficult app
discovery
process, and
room to use only
5-9 regularly
• Ubiquity, but
difficult to reach
people in a
compelling
manner
• Expensive in-
office solutions
with comparatively
few players
27. 27
One Approach: Align with Multichannel
Consumption
Avoid unsupported
apps. Support with
paid media, as well
as owned/earned.
Pay close attention
to media
consumption habits
and adopt a cross-
screen approach.
Consider in-office
alternatives, like
programmatic
geofencing.
28. 28
Paid Media should amplify
app discovery
Most DSPs and trading
desks can extend TV
reach
Many can geofence to
reach HCPs
Health Apps
Example
29. Important Things to Remember
29
Mobile may represent your last
chance to get a message in front
of a patient or HCP prior to the
appointment.
“Year of Mobile Health Data” is
the new “Year of Mobile.”
Start with target media
consumption habits
All apps need to be supported. If
not, consider a partnership with
an existing app.
Multichannel Consumption Approach
31. For more information on Underscore,
please contact Brandon Buttrey
(646) 442-4481
brandon.buttrey@underscoremarketing.co
m
31
Editor's Notes
Welcome everybody.
Opening the eMarketing University today are Lauren Boyer, CEO and Tom Hespos, Founder of Underscore.
Underscore is a health-centric media agency that operates across all forms of media, with a keen eye toward your HCP, Patient and Payor targets and how and when they’re most receptive to messages. But enough about us…
We’re here to relate some expertise today on developments in emerging channels, and talk to you about key trends you need to know. Now, we’re not just talking about the latest shiny object to debut on the eMarketing scene. That’s what the exhibit hall is for. What we’re here to talk about is what some of the new channels promised us we’d be able to do with our marketing, what we actually got, and what we can do with reliability today.
Speaking of shiny objects, we wanted to talk about an investment model that seems to do very well with our clientele. It’s the 70/20/10 model, and you might already be familiar with it. The model encourages experimentation by putting the bulk of your paid media dollars into “Tried and True” tactics – things you know work, and you can track their impact right to your bottom line. On the other end of the spectrum, you’re putting 10% into purely experimental tactics – new things you’ve never tried before and that are a bit less measurable. In the middle, you have “Showing Promise,” which is the 20% you’re investing in what was recently “Experimental,” but was successful for your brand, but needs some work on figuring out its contribution to the business. Today, we’re not going to talk about “Tried and True,” but instead, focus on the other 30 percent – tactics you should be testing and getting a better handle on.
Problem is, healthcare and pharma has a reputation for lagging behind other industries when it comes to implementing new ad tech. As of last year, healthcare & pharma bought only a quarter of its digital ads programmatically, but the rest of U.S. industry buys over half its digital ads that way. Now, before we come down on pharma for its risk-averse ways, part of the reason this number is lower is probably because of the customization our digital ad programs require. We do a lot of custom programs with specialty vendors in the sector. So we have trouble scaling the programs we tend to execute because they require customization. That’s the first problem with testing new things.
The second issue is that new tech and new methods tend to overpromise and underdeliver. It’s 2016, and we’ve been hearing every single year for the past 10 years that “It’s the year of mobile.” Meanwhile, it took until last year for mobile ads to surpass desktop ad spending.
So here’s the pattern. New tactics and new media evolve, there’s a cycle of hype that can potentially last years, and then we end up experimenting with new tactics and finding new and better uses for them. Those new uses might be completely different than what we set out to accomplish, but we land on what works. So the key is figuring out how to drill through the digital hype, do our own testing and keep an open mind.
Take programmatic ad buying, for instance. We’ve been hearing for years that this is the future of buying and selling digital ads. But healthcare and pharma buy only a quarter of their ads this way.
Meanwhile, programmatic buying tech is responsible for the majority of the innovation spending in the digital advertising category. And we were supposed to use the resultant tech to decrease our overhead costs when we bought media, to make the media work harder for us, and to more accurately identify our target audiences, whether they be patients, doctors, payors or whoever. And programmatic was supposed to get us into market earlier and let us be more responsive to our media investments and how they were performing, because you could control the flow of dollars in near-real time.
That’s what we were promised, but what did we really get? I’m sure many of you have seen this slide that describes the players in the programmatic space. And if you haven’t, I won’t be the last to show it to you. We got a convoluted, confusing programmatic ad space. And then there were the very valid concerns that the ads weren’t doing what they were supposed to. We heard a lot about poor viewability, ad fraud, undisclosed markups, ads running where they’re not supposed to, spooky or non-compliant ad targeting, and a lot that might have turned us off to the sector entirely.
But there’s learning in all the hype. Here’s one place we’re chugging forward with programmatic…
Contextual targeting represents an opportunity for most pharma and healthcare brands advertising today. Many of us might be familiar with working with top health publishers to put together programs to reach patients or HCPs that deal with a specific condition or treatment, and the most valuable places to be within those programs are around content that deals with that condition or treatment. But what about the rest of the Internet? What about the cancer patient who isn’t spending all his time researching chemotherapy on WebMD, but instead reaches out to a message board support group in some deep corner of the web? What about the doctor who conducts some of his research outside of the typical journal sites? How do you reach them? Programmatic Contextual is a way to do that without breaking the bank. The idea is to scour the web looking for context and related concepts. You’re not using any data to target beyond what’s available within the content of the Internet’s public pages, so ad targeting doesn’t creep out patients. And you can extend your reach without worrying about a lot of what makes programmatic tough to justify.
To do this, you need an engine that spiders web pages and classifies them according to concept. At Underscore, we have an engine built into our trading desk that does this, but there are plenty of programmatic ad partners you can use in order to buy Programmatic Contextual inventory. It’s important, though, to limit the environments your ad should appear in. We do this with a whitelist approach – pre-approving all potential ad environments. Many others use a blacklist approach that opens them up to fraud or worse. You also have to insist on price transparency by auditing how much you’re paying for ads versus data versus external vendors. And you also need a list of keywords and concepts that relate to the treatment or condition.
With all due respect to the other track, we think Content Marketing is ripe for experimentation as well. Patients and HCPs can’t always be relied on to seek out the information you want to convey, so you often need to put it in front of them yourself. Pharma and healthcare marketers often do this by producing a lot of content assets that live on the website and in other channels. But much of the time, the strategy for getting those assets in front of the right patients or doctors can be an afterthought.
With content marketing, though, healthcare marketers were promised the ability to get patient testimonials, KOL videos and other expensive-to-produce assets in front of the right audiences. In some cases, we were promised a solution to the “viral” challenge.
But what did we get? A not-very-level playing field where long-form content had to compete for attention with things like clickbait. I screenshotted this the other day on a well-known health publisher’s website under an article on AFIB, and its promoting its own content alongside that of advertisers. Picture if your long-form AFIB video had to compete for attention with chicken recipes, or your expensive KOL video had to fight for attention with weight loss videos. What we got with some of the early paid content marketing tactics was an expenditure on assets like videos and patient testimonials, but few reliable or projectable ways to promote them or get them in front of the right people.
But we learned.
Getting assets in front of the right people involves a lot more than “If you build it, they will come.” Healthcare marketers need a multichannel approach – not just paid, owned and earned, but using multiple channels within each. Buying programmatic video ads to tease a longer-form video asset. Ad buys within KOL social communities. Using native ads to get your content into the flow of HCP content consumption streams, Cost Per Engagement networks – these are just some of the tactics used to push engagement with longer-form assets that change minds.
J&J has a number of disease awareness videos that live within its main YouTube channel and its own blog, but the videos don’t stay there for long. A combination of smart tagging and sharing helps them to travel. Bloggers write about the videos, they’re discussed on message boards, wikis, and everywhere else. We don’t have firsthand knowledge of how this campaign was put together, but we do know that we see these videos in a much wider variety of places – and success like that cannot come from owned/earned alone.
You need a multi-channel strategy that leverages not just vehicles where people are searching for things related to your assets. You also need to get it in front of them reliably. Remember that only a small number of people are going to search you out. Everybody else doesn’t even know you’re there, so you need to provide ways they can discover you that leverage paid placement. Also don’t forget that a lot of other digital advertisers want people to discover their content, and they’re not just your direct competitors – they could be advertisers looking to reach a health-minded audience.With everything that we’ve said about relying on paid media, don’t forget to index your assets appropriately, take traffic benchmarks, and measure everything about how you’re being found. Basic SEO is a bare minimum – really, healthcare marketers need to be thinking about digital asset optimization – how to make their content easily found when it leaves spaces they control and goes out into the wild.Finally, be open to different places that videos can exist other than on video-sharing sites and your own website. Consider Roku channels – others that reach your target, or even launching your own. Video On Demand. Content recommendation engines.
Mobile. Let’s talk about some of the hype, and some of what it actually delivers.
What did mobile promise the healthcare marketer? Well, with apps, it promised a more direct and friction-free way to talk to patients and HCPs. It promised a way to get to people who were light consumers of other media and were thus tough to reach. And it promised us a whole host of new in-office possibilities from HCP-specific apps to functionality that could get patients answers inside the doc’s office.
But what did we get? When we made apps, we found them lost in the vast app discovery engines. And then we found that most consumers can only use between 5 and 9 apps regularly. Smartphones and tablets became ubiquitous, but our apps were difficult to find. Those companies that made significant penetration into docs’ offices sewed it up pretty well, and thus they were expensive and apt to forge exclusive relationships, sometimes with our competitors.
What did we learn?
We learned we had to support our apps. Once again, “If you build it, they will come” is NOT the approach. Consumers and HCPs can select from thousands of apps, and reserve time to use only a handful very often. So if we’re aiming to speed ad adoption, we can’t rely on organic app discovery. We need to amplify it with paid media in addition to owned and earned. When we’re trying to use mobile to reach light consumers of other media, we need to be able to efficiently and effectively identify people who we’re reaching in other channels, and tailor mobile buys accordingly so that we’re extending reach cost-effectively. We can do that with a reliable cross-screen partner, or one that can process our offline buys to find the people who haven’t been reached by them. And finally, we can supplement what we’re considering for mobile in-office with things like geofenced ads (around the doc’s offices) that can be bought cost-effectively and still reach patients seeing specific specialists.
Some important things to remember about mobile… If we want to use it to reach people we’re not reaching with our other media buys, we need to study their habits exhaustively. At Underscore, we research consumption habits, plans and schedules so that we can identify the people we need to get on mobile and not anywhere else. If we want to engage patients or HCPs with our own app, we can’t leave those apps unsupported and leave our audience to their own discovery process – it doesn’t work unless it’s supported. We need to think of mobile’s role in the doctor’s office and how critical it can be to prompting that doctor conversation. And, looking into the future, we need to follow developments on the part of mobile manufacturers and app developers in the health data space. The hope is that the devices not only carry health data, but help collect it through internal apps or external wearables. And there are likely opportunities to come in that realm.